TITLE

Can Our Salesforce Managers Learn from Guerrilla Tactics?

AUTHOR(S)
French, Warren A.; Harris Jr., Clyde E.
PUB. DATE
November 1982
SOURCE
Journal of Personal Selling & Sales Management;Nov82, Vol. 2 Issue 2, p8
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article compares sales organizations with guerrilla organizations. Assertions have been made that the consumer oriented marketing concept is not working, some have even suggested that the concept should be discarded. A major cause of the disenchantment is the belief that attention focused mainly on the needs of ultimate consumers shows a naive disregard for the element of competition. Likewise, problems encountered in applying the product life cycle (PLC) concept give additional evidence that the forces of competition cannot be overlooked. Economic utility theory, refined by measurement techniques such as conjoint analysis, shows that buyers specifications for satisfaction are not rigid. Buyers make tradeoffs, and a firm which suffers an unacceptable loss of sales to a competitor adjusts its marketing mix to create a tradeoff situation. Sales organizations just as guerrilla organizations must be tailored to meet the needs of the market and competition. Although there is difficulty identifying both physical and personal characteristics which lead to sales success, most accept the idea that salespeople differ from non-salespeople in a number of ways. They are persuasive rather than critical, intuitive rather than analytical, have high energy levels, and are goal oriented.
ACCESSION #
6348279

 

Related Articles

  • Conjoint Analysis in Marketing Research. Bodog, Simona Aurelia; Florian, Gyula Laszlo // Journal of Electrical & Electronics Engineering;May2012, Vol. 5 Issue 1, p19 

    In today's competitive business environment unrealized gains erode profits because sellers cannot adequately determine what customers are willing to pay for product features. Companies cannot capture their markets randomly nor can the product managers develop haphazard product decisions....

  • chapter 7: How to manage your product strategy.  // Marketing Strategy Desktop Guide;8/25/2000, p155 

    Chapter 7 of the book "Marketing Strategy Desktop Guide" is presented. It discusses a framework of six major factors to develop product strategies including product life cycle, product competition, product mix, and product design. It teaches how to utilize product life cycle guidelines to...

  • TRADEOFF BETWEEN FREQUENCY AND DEPTH OF PRICE PROMOTIONS: IMPLICATIONS FOR HIGH- AND LOW-PRICED BRANDS. Sivakumar, K. // Journal of Marketing Theory & Practice;Winter96, Vol. 4 Issue 1, p1 

    Academic researchers and marketing managers are interested in investigating two important issues in the consumer goods market. One is the effectiveness of price promotions and the other is the emerging competition between brands belonging to different price/quality tiers (e.g., national brands...

  • Measuring Consumer Preferences for Complex Products: A Compositional Approach Based on Paired Comparisons. Scholz, Sören W; Meissner, Martin; Decker, Reinhold // Journal of Marketing Research (JMR);Aug2010, Vol. 47 Issue 4, p685 

    Conjoint analysis has become a widely accepted tool for preference measurement in marketing research, though its applicability and performance strongly depend on the complexity of the product or service. Therefore, self-explicated approaches are still frequently used because of their simple...

  • Beyond the Hone's Mouth: Exploring Acquisition and Exchange Utility in Gift Evaluation. Pieters, Rik G. M.; Robben, Henry S. J. // Advances in Consumer Research;1998, Vol. 25 Issue 1, p163 

    This investigation examines the contribution of acquisition utility, exchange utility, and their interaction in the evaluation of the gifts that consumers receive. Two experimental studies explore recipients' evaluation of gifts, and the tendency to reciprocate as a function of giver's...

  • L'enfant et le processus de consommation : l'utilisation des attributs « marque, prix et prime » dans l'acte d'achat. Brée, Joël // Recherche et Applications en Marketing (AFM c/o ESCP-EAP);1987, Vol. 2 Issue 2, p1 

    The objective of this article is twofold: firstly, to show that children over 7 years of age are able to choose a product on a multiattribute basis with great coherence; secondly, toidentify the value system of children aged between 7 and 12, based on a study of different buying situations where...

  • Is your organization sales-driven? McGlinchey, Mark // Indianapolis Business Journal;3/22/2004, Vol. 25 Issue 2, p16 

    Comments on the need for organizations to spend a much greater percentage of training dollars on their sales team in the U.S. Irrelevance of the success as a salesperson to someone's ability to manage salespeople; Role of sales manager; Effect of skills training on selling cycles and...

  • MODELLING THE TRADE-OFF BETWEEN PROFITS AND PRINCIPLES. Graafland, Johan J. // De Economist (0013-063X);Jun2002, Vol. 150 Issue 2, p129 

    Analyzes the effect of consumer interest and competitiveness on the trade-off between profits and principles. Correlation between supply of goods and competitiveness; Factors affecting corporate operations; Implication of social responsibility in corporations.

  • INDIVIDUAL LOGIT MODELS FOR CONSUMER PREFERENCES. Prave, Rose S.; Ord, J. Keith // Journal of Marketing Theory & Practice;Winter94, Vol. 2 Issue 1, p27 

    Evaluates the estimation of individual-level binary preference models from conjoint-type data. Performance of individual-level logit analysis in modeling consumer choices; Comparison of binary logit model to traditional conjoint models; Instrument for the assessment of predictive efficiency of...

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sign out of this library

Other Topics